Although ALDI had a bit of a rough time in early 2010 due to some changes in its upper management, it still decided to stick to its goals and continued to implement its marketing strategies. Currently, all the discount chain’s hard work is paying off.
ALDI’s marketing plan was to go into product testing independently, as well as participate in programs on product awards. The discount chain also did media trials, customer testing and customer reviews. What the company wanted to achieve by doing the activities was to generate publicity from the consumers who were able to experience the new products that ALDI was introducing.
This strategy eventually gave ALDI a number of awards, as well as positive reviews and of course, the publicity that it primarily wanted to get. The discount chain won a total of 146 awards for different products, a wide variety of them. This in turn generated 1,083 press coverage articles, both in women’s magazines and national newspapers. Because of the chains marketing strategy, the products it introduced were even able to beat some already established competitor brands. For instance, their dishwashing liquid product Magnum beat its competitor brand Fairy. The chain’s premium gin product, Oliver Cromwell 1599® beat its competitor brand Tanqueray 10®.
One instance where ALDI’s strategy generated a lot of publicity was when a journalist wrote about how she was able to save around 60 percent of her grocery budget by shopping at the store. The journalist’s article was heavily commented on, in fact it was one of the articles which was most commented about on the website, The Daily Mail. This is just one proof that ALDI’s strategy for marketing is definitely an effective one.
The 2011 Grocer Gold Award that ALDI received is another addition to the string of awards that the discount chain has gotten in the previous months.
Leave A Comment